Effectively communicating new product benefits to consumers: The use of analogy versus literal similarity

Journal article (2005)

Authors

A. Ait El Houssi Responsible Marketing and Consumer Behavior

KPN Morel Responsible Marketing and Consumer Behavior

H.J. Hultink Responsible Marketing and Consumer Behavior

Research Group

Responsible Marketing and Consumer Behavior

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Published Date

2005

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Research Group

Responsible Marketing and Consumer Behavior